In contrast to the vast Ibotta Performance Network, through which Mondelēz can reach hundreds of millions of consumers with strategic offers, SnackWorks Perks is a more bespoke platform for building personalized relationships with consumers who opt in.
“We’re learning from those consumers, and we’re building better relationships with them,” Dungan explained. “We’re seeing environmental things, like high-fiber trends and high-protein trends, and all of that data begins to show up in the understanding that we’re capturing in this network’s program.”
Such rich insights open up a new world of precision marketing. “Gone are the days of blanketing the world with one big message,” Parnell said. “We’re getting very specific: What is the consumer’s shopping behavior, what is their challenge, and how do we reach them in the most relevant way?”
Leveraging Ibotta’s transactional data, Mondelēz can build unique audiences—loyal buyers, for instance, or shoppers leaning toward competitors—and tailor offers accordingly.
“We can actually tailor our messages in a more direct and impactful way through the value of data,” Parnell concluded. “Ibotta is one of the partners that we are working closely with to unlock and unleash that capability.”
